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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Performance : Jurnal Bisnis dan Akuntansi
Isna, Kadek
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Jurnal Manajemen dan Kewirausahaan (JMDK)

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Intensi Pembelian Produk Ramah Lingkungan Berdasar Theory of Planned Behaviour Maharani, Bernadetta Diansepti; Hutami, Lusia Tria Hatmanti; Isna, Kadek
Jurnal Manajemen dan Kewirausahaan Vol 9, No 2 (2021): December 2021
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v9i2.6152

Abstract

This study explains one of the phenomena in Marketing Management, namely the purchasing intention of green products in generation Z. This study uses a modification of the theory development of Theory of Planned Behavior. The purpose of this study was to analyze the effect of attitudes, subjective norms, perceived behavioral control and environmental concern on the purchasing intention of green products in generation Z. The research method used Smart PLS. This study uses a purposive convenience sampling method on 150 college students and students in Yogyakarta who were born between 1995-2012 and know about green products. The research findings indicate that attitudes, subjective norms, perceived behavioral control and environmental concern positively effect on the purchasing intention of green products in generation Z.
Co-Authors Agus Dwi Cahya Hutami, Lusia Tria Hatmanti Ida Bagus Nyoman Udayana Maharani, Bernadetta Diansepti Sawitri, Lisa Anis Yani, Yuli Endar